Buzz Is Overrated, Trust Is Underrated

"I can tell you that my mom has zero buzz but when she says something I listen" - Tony Hsieh CEO of Zappos.com.

He talks about how companies try to create too much of buzz in the market to get people's attention and market their brand to customers.  What truly companies should be doing is to build engagement and trust with its customers.

I have even blogged earlier on "How Do You Earn Trust?" by just one single line, "Make a hard promise and keep it".  Zappos.com and Amazon.com both are such companies which have earned trust of their customers.

In the world of fragmentation of consumer markets, it going to be increasingly difficult to market to consumers.  And if companies trying to focus too much on marketing and flooding their facebook or youtube pages with self likes, it is not going to win their customers' trust.

They have to build engagement and earn trust.  Do not focus on Buzz, but focus on trust.  How to get customers trust your brand?  How will you create a great experience for your customers that they will remember?

Trust, Trust, Trust......hard earned and easily lost.

Note: "Delivering Happiness", which I am currently reading, is one book that will change your perspective on building a brand.  If you haven't read yet, please go read it now.

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